QUESTION 2:

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EXECUTIVE SUMMARY MARKETING & EXPORTS: Suzuki product remain popular .Despite sluggish market demand f o r automobile, Pak Suzuki remain market leader with 48% market share. The company launched new 1300cc car (SWIFT) in January 2010.This has been well accepted by the customers. Imported used cars do not really pose any threats to Suzuki products. Availability of spare parts at economics prices and reliable after sales service are the strength of Suzuki products. The export of Suzuki Ravi pickup to Bangladesh and exports of sheet metal parts of Suzuki Cultus to Europe going well. During the year Three hundred and sixty units of Suzuki Ravi pick up and parts worth Rs.120 million and Rs.22 million respectively were exported. LOCALIZATION: The company continues to pursue localization in order to reduce the cost of product and keep the prices competitive besides saving foreign exchange. HUMAN RESOURCE: Management and employee relations continued to cordial and industrial p e a c e prevail during the year. A new charter of demand was negotiated in a congenial atmosphere and agreement was entered into for the period of ten years. Human Resource development remains one of the key objectives of the company. Company spent Rs. 12.5 million on the foreign and local training of its employees. ECONOMIC CONTRIBUTION: The company has distinctive position in an automobile industry as leading c o n t r i b u t o r t o t h e p u b l i c e x c h e q u e r . T h e d u t i e s a n d t a x p a i d a n d t h e f o r e i g n exchange saved by company its last six years of operations as follows:

Duties and taxes paid by the company during the year represent 0.6%of the total tax estimate forecast in the Federal budget for the fiscal year 2009 -2010.Company contribution has reduced 1.06% in the last year because of lower sales volume. SUMMARY CONCLUSION The management is optimistic that economic indicator is improving. However it feels that difficult business environment are likely to continue for some time and profitability will remain under pressure.

Product variety & Prices:

Following are some varieties of Moped with their and Prices:

SWIFT (1300 cc):

Price: Rs. 1,049,000/The European inspired exterior gives Swift a distinctive look. A unique stylish and design that turns a head where you go. The spirited engine makes for exhilarating drive and gives you ultimate freedom where the road takes you. Colors: Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

LIANA (1300 & 1600 cc):

Price: Rs. 1,230,000/The Suzuki Liana available in 1300 cc manual Transmission and 1600cc automatic transmission takes you out of ordinary and into the realm. Liana is entirely different car, its style, dimension and comfort will inspire you to see every day as an open door to a new age. Colors: Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

CULTUS (1000cc):
Price: Rs. 897,000/Cultus is the blend of space and craft. Its trim body Conceals ample space & flexibility for both passenger and storage. Cultus ensures everyone, exceptional Valueandquality. Colors: Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

ALTO (1000cc):
Price: Rs. 662,000/Alto has a bright, roomy and comfortable cabin which keeps body relax and strong and lighter body shell resulting in smooth drive due to reduction of unpleasant noise harshness and vibration. Its small turning radius and compact body make parking a breeze. Colors: Olive Green, Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

MEHRAN:
Price: Rs. 514,000/Unrivalled in its class, Mehran is Pakistans largest selling car. More smart features like head turning lamp, matching front grill and a two spoke steering wheel gives it the tidy look. Functional economy, peak performance or unmatched fuel efficiency, Mehran VXR is the leader. Colors: Pearl Red, Graphite Grey, Solid white, Silky Silver, Eminent Blue

APV:
Price: Rs. 1,775,000/APV 1500 cc (Imported) The New APV gives you everything you ever wanted in your vehicle. Spacious interior for comfort, tough engine to carry large loads and plenty of room for passengers to enjoy a comfortable day long ride. Colors: Pearl Red, Graphite Grey, Solid white, Indigo, Silky Silver, Aqua Blue, Eminent Blue

JIMNY
Price: Rs. 1,850,000/JIMNY 4X4 JEEP 1300cc (Imported) Steady, sturdy and smart, Suzuki Jimny with new wide tread brings you the ultimate pleasure of a real 4-wheel drive. It has got all the sporting spirit Togo along for adventurous free souls. Colors: Solid white, Silky Silver BOLAN VAN Price: Rs. 609,000/The Suzuki Bolan Hi-roof gives you everything you ever wanted in a van. Spacious interior for comfort, tough engine to carry large loads and plenty of room for passengers to enjoy a comfortable day long ride. Air-conditioned model (dual thrust) has been recently introduced. Colors: Pearl Red, Solid white, Silky Silver

RAVI PICKUP:
Price: Rs. 489,000/RAVI Pick Up 800cc Suzuki Ravi is the veritable cargo vehicle with an amazing capacity for load bearing and durability. Undoubtedly, the unrivalled commercial vehicle in its class, Ravi is the breadwinner for millions in Pakistan. This light commercial vehicle referred to as the mini revolution, replaced the animal-drawn vehicles in Pakistan. Colors: Pearl Red, Solid white, Silky Silver

Customer Market:
Customer market and customer buying behavior can be categories: 1: Demographic Factor 2: Life Style 3: Usage Pattern and Behavior

4: Preference of Specific end Benefit

Demographic Factor:
Target market of Pak Suzuki according to Age, Gender and Income: Age 20 year to upwards Gender Male and Female Income starting from Rs.20000

Life Style:
Customer Life style of Pak Suzuki in terms of AIO can be described as Activities Early Professional, Executives, House Hold, and Business Purpose Interest Personal Use, Luxury Opinion Sensitive, Conscious, Responsible and Social

Usage Pattern and Behavior:

Mostly People use such vehicle for their convenience e.g. go for job and for family use, for Business Purpose. Preference of Specific end Benefit: Customers who use such vehicle are sensitive, conscious and responsible people. T h e y tried their level best to save time as much as possible so they w a n t something which is quality wise good and also affordable.

PEST Analysis:
Uncontrollable environment are those external factors which can prohibit us or can create hurdles between us and our business. It is also called pest analyses which are as follow: 1:Political Environment: Pakistan has to face lots of ups and down since its independence. So many governments have been broken down by military authority and most of the time marsh law applied on Pakistan. In this scenario no entrepreneur was w i l l i n g to invest in Pakistan except few. Due to this market environment wasnt so good in Pakistan.Anyhow Pakistani government never b e e n trustworthy for any investor. 2: Legal Environment As all countries, Pakistan also has some legislation about each sector. But like developing countries it is hardly being imposed by authorities. Only due to corruption government encourage smuggling and black marketing. When anyone supported by government or give more commission to Govt. get inside in the market and they

have very soft behavior by government for any legal action. Such unethical activities destroy all law and legislation. 3: Economic Environment Pakistan, an impoverished and underdeveloped country, has suffered from decades of internal political disputes and external ongoing conflict with India. However, IMF approved the government policies, encourages by different foreign assistance and renewed access to global market since 2001.By following these policies government succeed to reverse the situation of economy during last five years. 4:Technological Environment: Technological factor also very important and we havent c o n t r o l o n i t . Technology is grooming with the passage of time. People also want that the product that they have is full of technology. We never control on technology for example you launched the product last year and your sale volume on that time is very high but after sometime due to latest invention a lots of substitute exist in market which effect on your business so you cant hold on it.

Mercedes: Luxury car:

If you are looking for a luxury car, brand names like Mercedes Benz will mostly come up in your mind. Mercedes Benz is considered one of the most famous European automobile brand names because cars with this brand name are considered some of the most elegant, luxurious, and expensive cars available at the market.

Expensive:
Mercedes Benz cars also often appear in many Hollywoods Blockbuster and box office movies. This signifies that Mercedes Benz cars are celebrities among cars manufactured by other carmakers. For this reason, the costs of such cars are high as compared to other cars like Suzuki etc.

Age criteria:
Mercedes cars are worldwide used cars, not only in daily life but also in sports. For this purpose there are verity brands in market for users.